Branding is important. Values are important. But all too many technology companies, in their rush to market, sometimes forget to talk directly to the engineers who evaluate, recommend, specify, and buy their products or services. Your prospects won't (and can't) buy your products if they don't know what they do. And, for engineers, that means knowing exactly what they do.

• Know the real benefit. To an engineer, superior signal integrity or lower power consumption are their own rewards. You don't have to say, "so you improve performance," or "so you save money." The engineer already knows the broad benefit.
• Resist the urge to consumerize. Engineers aren't fourth graders, so you don't need a cheetah to equate your product with speed. The engineer's far beyond that.
• Get beyond buzzwords. Don't tell your prospects you can deliver faster time to market. Everybody tells them that. Tell them what they need to know.
• Get into the details. And quickly. Don't write a generic case study telling how a customer adopted a similar product and is ecstatic. Show them why the customer is ecstatic.

Communications that connect with engineers stress how your product exceeds requirements . . . how it is immediately available in volume . . . or how prospects can design your product into their products. They are supported by technical papers, extensive specifications, and sometimes a background piece showing how technology has evolved . . . and proving that your product line is a viable evolutionary branch, not a dead end.

The point is simple enough: talk to engineers, not around them, over them, or under them. Give them information that will make it easier to do their jobs better. Fact is, engineers read graphs. They pay attention to numbers. They understand specifications. And they're skeptical of unsupported claims.

Let us help you find ways to communicate with your engineering audience. Godfrey has extensive experience in presenting content, creating materials, and organizing entire programs that connect with technical audiences, where they live and work.